CHAPTER
6
6-1 Understanding Consumer Behavior
6-2 What Motivates Buyers?
6-3 Influencing Consumer Decisions
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Chapter 6
MARKETING © 2009 South-Western, Cengage Learning

Chapter 6
2
Focus Questions:
 Is the advertising appealing to children, parents, or both? In what ways?
 What is appealing about the product that would influence parents to purchase Dimetapp Cold
& Allergy rather than another brand of medication?
MARKETING © 2009 South-Western, Cengage Learning

6-1
UNDERSTANDING
CONSUMER BEHAVIOR
GOALS
 Describe the importance of understanding consumer behavior.
 Demonstrate an understanding of consumers’ wants and needs.
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MARKETING © 2009 South-Western, Cengage Learning

Consumer Behavior
 Final consumers
 Business consumers
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Chapter 6
MARKETING © 2009 South-Western, Cengage Learning

Consumers’ Wants and Needs
 A want is an unfulfilled desire.
 A need is anything you require to live.
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Chapter 6
MARKETING © 2009 South-Western, Cengage Learning

6
Maslow’s Hierarchy of Needs
Chapter 6
Self-Actualization
(to realize your potential)
Esteem
(respect and recognition)
Social
(friends, love, belonging)
Security
(physical safety and economic security)
Physiological
(food, sleep, water, shelter, air)
MARKETING © 2009 South-Western, Cengage Learning

6-2
WHAT MOTIVATES
BUYERS?
GOALS
 Distinguish the types of buying motives.
 Describe the five steps of the consumer decision-making process.
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MARKETING © 2009 South-Western, Cengage Learning

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Motivation
 Emotional motives
 Rational motives
 Patronage motives
Chapter 6
MARKETING © 2009 South-Western, Cengage Learning

9
The Consumer
Decision-Making Process
Postpurchase
Evaluation
Purchase
Alternative
Evaluation
Information
Search
Problem
Recognition
Chapter 6
MARKETING © 2009 South-Western, Cengage Learning

6-3
INFLUENCING
CONSUMER DECISIONS
GOALS
 Describe important influences on the consumer decision-making process.
 Explain how consumers and businesses use each of the three types of decision making.
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Chapter 6
MARKETING © 2009 South-Western, Cengage Learning

Influences on Buying Decisions
 Individual characteristics
 Cultural and social environment
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Chapter 6
MARKETING © 2009 South-Western, Cengage Learning

Types of Decision-Making
 Routine decision making
 Limited decision making
 Extensive decision making
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Chapter 6
MARKETING © 2009 South-Western, Cengage Learning

Marketers’ Response
 If the consumer considers alternatives
 If the consumer is brand loyal
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Chapter 6
MARKETING © 2009 South-Western, Cengage Learning